They say God is omnipresent and you can worship him wherever you are. The organisers of Mumbai’s most famous Ganpati mandal, Lalbaugcha Raja, have taken this adage literally. The idol, which draws record numbers of devotees every year, will transcend physical boundaries and be available to his followers all over the world, virtually.
R Madhusudhan, vice president, Saregama Digital, says, “Saregama’s name has been popular in the devotional music category. Now, keeping with our tradition, we have acquired the exclusive rights for live-streaming of the Lalbaugcha Raja Ganpati festivities on the web, DTH (direct-to-home) and IPTV (Internet protocol television) platforms.”
Lalbaugcha Raja was established in 1934 and has become increasingly famous, with devotees believing that he fulfills the wishes of one and all. To maximise this popularity, the digital vertical of the music label has acquired the rights to stream events from the mandal live around the world, through all 11 days of the festival. It will be available for viewers on YouTube, DTH and IPTV.
The streaming will include every activity that takes place at the venue. “The content will include the live-stream of the aarti (prayers), festivities, celebrity interactions etc,” says Madhusudhan. There will also be a record option for people to catch up on the best moments of the previous day.